We put salmon oil in our cats' food and their fur has never been smoother or more beautiful. It's as soft as rabbit fur. Folks might want to try straight human-grade salmon oil (or fish oil, but make it pharmaceutical grade to avoid mercury etc.) in their pets' food as well.
EDIT: looked at the website and the formulation contains much of what we put into the cats' food--acidophilus, lots of other vitamins, etc.; it looks like a great supplement if you're not going to be making their food (what for dogs is often called BARF diet).
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